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ZITRO


customers as well, and our video bingo games. In a world with an abundance of digital entertainment, we have to make sure our games are available through the right distribution channels. Then we have our other


CI: What challenges are there for you to become a truly global gaming company?


SS: We have been following a logical plan of expansion; we started in a continent where we already had a strong presence, Latin America. From there, we went to Europe, where there are a number of operators that are references you need in order to convince other operators to buy from you. The names really mean something, they have the respect of all of our customers. Our plan for 2019 is rolling out product in all European jurisdictions where there are casinos because we intend to get into that market. Then we will start making inroads in some US jurisdictions; not the whole country, but we want to start testing our product in the country because we want to see if we can realise our ambitions and build a position in that market too. We will also look at Asia. We already have a presence in the Philippines Bingo market and it makes perfect sense for us to place our product in the Philippine casinos too.


CI: What about Spain?


JO: We have been here (Spain) since the beginning, in 2007. We have a lot of machines placed that we operate; though we have a factory, we don’t think as a manufacturer, we have a different mentality and we think as an operator; we understand the problems they have. It’s a natural market we have in casinos with slot machines, but now there is a different kind of slot machine, what we call the B market. I think we have a great chance in this market, because it needs completely different maths. We have good local people that understand the market and I think we will have great success here. We showed the machines in Torremolinos, and everybody went wild for it, they loved it, it’s a casino machine. I think we will place a lot of machines here. SS: Something that is important about Spain is that the


large groups on the operator side, are also manufacturers. We have chosen not to compete against our customers, though we have been offered many opportunities. Johnny has said this many times, we just offer our product in participation or we sell the product, it’s a huge difference for us and it serves us well. JO: We are here to please the operators, worldwide –


anything they want, we will do it. CI: Is online gaming important for you yet?


SS: Online, we have two different businesses – we have a B2B business, making games available to online operators. The same way we don’t compete with our customers in bricks and mortar, we also don’t compete with our customers online. We have started offering our Bryke video slots to our online


62 FEBRUARY 2019


business, the B2C, business to consumer business. It’s a social casino, not gambling, an application where customers can play our slots. They can play for free for a while, then pay to


continue, and as they play they can unlock more and more games, all for a nominal amount of money. It allows is to meet new players, that might be a different demographic from our casino customers, and we can test our products on them; and we can understand what they like on the games. It’s a great source of information, it is a business by itself, and it’s a way to give our brand a presence to a non-casino customer.


CI: Can you summarise the company’s ethos for our readers?


JO: Difficult question! I think what summarises us is passion, everything we do we do with passion. We want to be a global leader in gambling, but we want to do things the right way. We can’t go into every country in the world and place machines because the service would not be good; we want to grow, not slowly but not too fast. We have a reputation for quality, like Ferrari or Mercedes, you are buying something you can believe in and rely on. Our customers know they are buying quality, and we are responsible for everything that happens to that. Game not working? We can change that for you. We give a lot of guarantees to our clients and we want to maintain that. SS: We have a guarantee that not many companies can


give – we have the guarantee of the owner. Try phoning one of the big gaming companies and ask for the top man on the phone; they don’t exist, it’s some executive who is not the owner. Here, Johnny will take that call, have that conversation and make things right if there is a problem.


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